The relationship between HSG students and MacBooks

By: Mathias, Nikolina, Nena, Branka

We wanted to know why usage of MacBooks is so common among students at University of St. Gallen. Electronic devices are getting more and more important not only because of their features and technical performances, but also for their ability to express your personality and to fit into society or a specific group in the society.

To investigate this phenomena we asked following questions:
1. Which computer is the most used in the University?
2. What do you think why is that so and what are the drivers?
3. Would you consider to switch your computer on another device? Why yes, why not?
4. Demographical questions concerning gender, name, age and study program.

In our preliminary research nine students participated answering on these four questions. Our findings have shown very similar key drivers for buying a MacBooks. It turned out that the main reasons for HSG students to purchase a MacBook are prestige, technical performances and design. In terms of technical performances students prefer MacBooks because it fits with their iPhones and most of them said it is convenient and software is user-friendly. Another important aspect that students mentioned is of social nature. Some of them mentioned network effect and peer pressure.

Why did you decide to purchase your own computer?


2 thoughts on “The relationship between HSG students and MacBooks

  1. As a MacBook Air owner myself, I love the connectivity between my Iphone and laptop. It is very convenient to link my I-Calendar and text messages. However, as a Business Student, I wish I knew more about the MacBook’s capacity within excel. This would have made my purchasing decision much harder. On a MacBook, excel commands are often way more difficult than on a PC. I often have to add additional tools to preform certain functions while on a PC, excel is more streamlined. I wonder if other business students who use excel on their MacBooks also experience similar difficulties.

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  2. Why buy a MacBook?
    I think for most students that are looking to buy a computer for university, performance is not one of the main factors that leads to a decision. So, there is no need to buy an expensive MacBook. Let’s be honest, most students need a computer to work on the office programs and to do some internet research as well as for some entertainment, for those tasks you don’t need a high-end performance machine. And if you do, then you are probably a “gamer” and that is not really the point of this discussion. So, in my opinion the main factors that lead to a buying-decision are design and simplicity. And here Apple products, definitely have their strength. The products are beautifully designed and the MacOS is simple to use, without to many gimmicks. The argument that MacBooks have some kind of prestige, is not valid in 2018 anymore, eight years ago that may have been the case, but since everyone has one nowadays(at least in Switzerland) that “being special” factor disappeared. So in the end people buy MacBooks because they look pretty, are easy to use and most of your friends own one.

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